Google logo with a partially eaten cookie on it.

In the ever-evolving digital landscape, the brands that make it are the ones that stay ahead of the game. Google started alluding to the end of cookies back in 2020 — now, the timeline for implementation has been pushed to 2025. If and when that day comes, it’s best to be prepared. Let’s explore what this shift means for brands.

Third-party cookies track a user’s browsing history to show them personalized ads online. They help advertisers like us learn key information about what users are doing online. Now in the wake of rising concerns about digital privacy, major web browsers are opting to remove cookies entirely. No doubt that brands following today’s best practices like targeted advertising, retargeting or user tracking will be left scrambling to reach their audience.

If you want to make sure your brand isn’t involved in the crossfire, it’s time to invest in new digital tactics. Here are some strategies we’re recommending to our clients to navigate the cookie-less future.

  1. Enhance User Experience: Prioritize a seamless user experience on your website or purchasing platforms. If your content and services are genuinely of value to a consumer, they’re more likely to engage and share their data voluntarily.
  2. Invest in Contextual Advertising: Shift to targeting users based on content they’re currently viewing rather than their browsing history. Ad types like Google Performance Max and YouTube allow you to target users by contextual interests, such as beauty products or tequila.
  3. Leverage First-Party Data: Collect user data directly from your audience through your website, mobile apps or email newsletters. It’s more reliable anyway.
  4. Research Consumer Behaviors: Take the time to understand your audience through focus groups and surveys. Use your findings to drive your creative in meaningful ways.
 

The cookie-less world may be delayed, but your planning for it shouldn’t be. With it comes an opportunity for growth and innovation — and in this case, the only way to evolve is to adapt.

If you want to make sure you’re getting the most out of your digital marketing efforts, give us a shout. We’re here to help you with this brave new endeavor.